Li Ning, indicates by the end of the terminal expansion to improve performance?
Several years ago, the major brands started Tiyuyundong a vigorous battle to snatch the terminal resources. Especially the 2008, 2009, with the Olympics, Asian Games and other sporting events set up, a surge of fiery hot national sport is further driven passion for big Nike Air Max 90 shoe shop. According to statistics, 7.7 billion in 2009 sales of Li Ning, the number of stores with 7249, output of 1.06 million per store turnover of about 180 million, while the results for the 6.3 billion in 2008, store number 6048, a single new stores to the growing contribution of 10.6 billion yuan. More results from the growth of new stores. ANTA has 7052 stores the current, special steps are 6579, 361 have 6927, 6796 Olympic help, these brands are similar to Li Ning, there are dependent on the growth performance of store growth model.
However, due to the Li Ning suffered poor sales performance of traditional stock oversold, short period of time, market capitalization of 45 billion Hong Kong dollars evaporating. Li Ning is the wholesale price discount to increase 2-3% of the plan to close underperforming stores 500-600 decision at home. Does this indicate that in order to seize the terminal and pulled up the results of the extensive model has come to an end it? In recent years, soaring real estate is well known, led a series of business rent increase, on the other cotton yarn, plastic and other raw materials is the growth of the original several times, staff salaries are about 10% growth, a large increase in operating costs, increase the number of dependence on a single shop, outcome can only be number increased, counter to the growing profits dry up. No way is a dead move. Comparison of international brands and domestic brands Nike Air Max, Li Ning Edidasi sales as large scale and similar, but less in the number of stores by nearly 20% higher profit margin of about 20-30%, obviously with the international brand and brand value content has a great ability to bring the boost relations.
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